A framework for classifying the content of online reviews of formalwear rented online
While online reviews are regarded as a key ingredient in product success, little is known about the content of online reviews of apparel products. This study focuses on online reviews found on Rent the Runway (RTR), a very successful firm, which provides consumers who want to wear designer formalwear for special occasions the opportunity to rent at a fraction of the retail price. Researching content of online reviews is important as it allows understanding of the evaluative criteria consumers use and report in online reviews. However, there has been no study to date to investigate online reviews of formalwear rented online. Therefore, the purpose of this study was to explore the textual information generated by female consumers about formalwear rented online. The research question was: What are the key themes underpinning the content of online reviews of formalwear rented online?
2014 ITAA Proceedings #71 Annual Conference, Charlotte, NC, USA; November 12-16, 2014. Posted with permission.